IDEAS home Printed from https://ideas.repec.org/a/spr/infosf/v26y2024i3d10.1007_s10796-022-10273-6.html
   My bibliography  Save this article

CSR marketing through social media and contextual effects on stakeholder engagement: a multinational cross-industry analysis

Author

Listed:
  • Arash Khalili Nasr

    (Sharif University of Technology)

  • Mona Rashidirad

    (University of Sussex)

  • Vignesh Yoganathan

    (University of London)

  • Ashkan Salehi Sadaghiani

    (Sharif University of Technology)

Abstract

Multinational Enterprises (MNEs) use social media to reach a global audience. Simultaneously, Corporate Social Responsibility (CSR) has become an important feature of MNEs’ communications with stakeholders via social media. It is, therefore, important to understand the country and industry level differences in how stakeholders engage with CSR communications of MNEs via social media. We examine this across four countries and three industries by focusing on stakeholders’ engagement with CSR (vs. non-CSR) posts on Twitter. We find significant differences across industries within countries for three separate aspects of behavioural engagement (likes, retweets and replies). In addition, CSR posts have a positive effect on stakeholder engagement based on likes and retweets at the industry-within-country level. Moreover, CSR posts are not fully effective in developed countries. Hence, achieving legitimacy through CSR on social media is a complex challenge, requiring a nuanced understanding of stakeholder reactions based on specific industry and country contexts.

Suggested Citation

  • Arash Khalili Nasr & Mona Rashidirad & Vignesh Yoganathan & Ashkan Salehi Sadaghiani, 2024. "CSR marketing through social media and contextual effects on stakeholder engagement: a multinational cross-industry analysis," Information Systems Frontiers, Springer, vol. 26(3), pages 987-1004, June.
    • Handle: RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-022-10273-6
    DOI: 10.1007/s10796-022-10273-6
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s10796-022-10273-6
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s10796-022-10273-6?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:infosf:v:26:y:2024:i:3:d:10.1007_s10796-022-10273-6. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.